Publisher

UTUT

Journal JELAJAH: Journal of Tourism and HospitalityJELAJAH: Journal of Tourism and Hospitality Abstract

This study examines the factors that influence the intention to visit South Korea during the pandemic. This study uses six measured variables: perceived benefits, destination image, e-word of mouth, destination service quality, culture, and visit intention. This study used a quantitative model by collecting data using an online questionnaire and with the criteria for female or male respondents aged 25 years and over and visiting South Korea during the pandemic. The data collection was carried out in January 2021. The total respondents in this study were 212 people consisting of 45 men and 167 women. The results obtained from this study, namely destination service quality has a positive effect on e-word of mouth, e-word of mouth has a positive impact on destination image.

Conclusion

Based on the analysis, perceived benefits and e-word of mouth significantly influence the destination image.Destination service quality positively affects e-word of mouth, while destination image and e-word of mouth both positively influence visit intention.However, culture does not significantly affect visit intention.The study highlights the importance of focusing on enhancing perceived benefits and managing e-word of mouth to strengthen destination image and encourage tourism to South Korea.

Future Research

Further research should investigate the role of tourist satisfaction as a predictor of visit intention, as a positive experience is crucial for repeat visits. Exploring the impact of specific cultural elements, beyond general cultural interest, on tourists decision-making processes is also warranted. Future studies could broaden the scope of factors influencing visit intention by incorporating variables such as safety perceptions, travel restrictions, and the availability of travel insurance. Investigating the effectiveness of different marketing strategies aimed at enhancing the perceived benefits of visiting South Korea during and post-pandemic is also recommended. To build on existing findings, research could compare the importance of various factors amongst different tourist segments categorized by age, nationality or travel style to enhance targeting. Finally, a longitudinal study could be conducted to track changes in perceptions and intentions over time, providing valuable insights into the long-term impact of the pandemic on tourism in South Korea.

References

1. Does Multidimensional Service Quality Generate Sustainable Use Intention for Facebook?. service quality... doi.org/10.3390/su10072283Does Multidimensional Service Quality Generate Sustainable Use Intention for Facebook service quality doi 10 3390 su10072283

Metadata

File size	502.24 KB
Pages	15
DMCA	Report